Elizabeth Oates is the Senior Director leading Consumer Insights at Ulta Beauty. She propels consumer centricity across all aspects of the organization and is building the insights function to become a strategic driver and competitive advantage for the business. Her efforts are fueled by 16+ years of insights experience across retail, CPG and financial services. Elizabeth enjoys developing new leaders and has established nine core skills for insights professionals, all designed to influence organizations to act on insights. She shares her knowledge as a regular guest-lecturer at the University of Wisconsin School of Business. Outside of the office Elizabeth enjoys spending time with her family, including her two daughters. She is an aspiring runner training for a marathon to raise funds for St. Jude Children’s Research Hospital.